M6950 Market Research and Statistical Services

AI usage shows an even gender split but gender differences emerge in platform choices

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Jul-26

New research from Roy Morgan shows that AI users in Australia are almost evenly split between men (50.3%) and women (49.7%). Overall, there are 6.8 million male users and 6.7 million female users of AI. This balance is largely reflected in the gender breakdown of OpenAI’s ChatGPT user base (the most widely used AI platform for Australians). ChatGPT has an almost even gender split, used by 5.3 million women (50.6% of users) and just under 5.2 million men (49.4%). However, other leading AI platforms show a skew towards male users, including Google Gemini (2.8 million men cf. 2.1 million women), Microsoft Copilot (2.3 million men cf. 1.7 million women), and Anthropic’s Claude (459,000 men cf. 318,000 women). In contrast, Canva’s Magic Studio stands out as a clear exception, with a heavy skew towards female users who make up more than 60% of its user base (821,000 women cf. 547,000 men).

CORPORATES
ROY MORGAN LIMITED, OPENAI INCORPORATED, GOOGLE INCORPORATED, MICROSOFT CORPORATION, ANTHROPIC PBC, CANVA INCORPORATED

End of Financial Year (EOFY) sales spending growth stalls as households tighten budgets

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Jun-26

End of Financial Year sales remain one of Australia’s most significant retail events; however, EOFY spending is forecast to grow by just 1.9 per cent this year – well below inflation. The research from the Australian Retail Council and Roy Morgan shows that around 6.1 million Australians (26%) plan to shop during EOFY sales this year, with total spending expected to reach $10.7bn. The most popular categories this year are clothing, footwear and accessories (34%), household appliances and white goods (15%), and electronics and technology products (12%). Australians aged 35 to 49 are expected to spend an average of $1,464 during the EOFY sales, compared with $1,946 for Australians aged under 35 and $1,993 for those aged 50 to 64. Despite participation remaining steady, around three million Australians who spent during last year’s EOFY sales do not currently plan to participate in 2026. This ARC-Roy Morgan Snap SMS survey was conducted with a nationwide cross-section of 5,276 Australians aged 14+ from 28 May to 1 June.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN RETAIL COUNCIL

13.6 million Australians now use AI tools like ChatGPT, Google Gemini, Microsoft Copilot, Canva Magic Studio and Claude

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Original article by Roy Morgan
Market Research Update – Page: Online : 3-Jun-26

New research from Roy Morgan shows that 13.6 million people (equivalent to 58% of Australians aged 14+) used Artificial Intelligence tools in an average four weeks in the March 2026 quarter. OpenAI’s ChatGPT is clearly the most popular AI tool, with 10.5 million Australians (45%) using ChatGPT. Google Gemini is the second most used AI tool, used by 5 million Australians (21%); usage of Gemini represents the active use of the tool, rather than the embedded use that comes with using Google Search. Microsoft Copilot follows closely behind Google Gemini, used by an estimated 4 million Australians (17%). Well behind the big three are Canva’s Magic Studio, used by an estimated 1.4 million Australians (6%), while Anthropic’s Claude is used by an estimated 777,000 Australians (3%). Analysis by age shows that 74% of Australians aged 25-34 and 72% aged 35-49 use AI tools, the highest usage of any age groups. This is followed by people aged 18-24 (68%) and 14-17 (66%). In contrast, only 50% of people aged 50-64 and just 31% of people aged 65+ use AI tools.

CORPORATES
ROY MORGAN LIMITED

Roy Morgan unveils Annual Customer Satisfaction Award winners across all categories

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Original article by Roy Morgan
Market Research Update – Page: Online : 1-May-26

Roy Morgan has announced the winners of its annual Customer Satisfaction Awards for 2025. The awards recognise outstanding levels of customer satisfaction, as judged by more than 60,000 consumers via the Roy Morgan Single Source survey. The award categories cover sectors such as finance, automotive, retail, telecommunications and utilities. Of the 37 award winners this year, 23 are repeat winners backing up from victory a year ago; they include 11 with a perfect record of 12 monthly award wins for the year. In addition to the repeat winners, there were also five first-time winners and seven companies returning to the winner’s circle after missing out a year ago. Roy Morgan CEO Michele Levine says the Annual Customer Satisfaction Awards are the gold standard in identifying those companies and brands that stay ahead of the pack by knowing what their customers want and delivering it consistently.

CORPORATES
ROY MORGAN LIMITED

Volvo wins the Roy Morgan Best of the Best Award for Customer Satisfaction

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Original article by Roy Morgan
Market Research Update – Page: Online : 1-May-26

Volvo has won the Roy Morgan ‘Best of the Best’ Customer Satisfaction Award for the first time, with a customer satisfaction rating of 96.5%. The win for Volvo was built on victory as the Car Manufacturer of the Year with eight monthly wins, ahead of Private Health Insurer of the Year Police Health with a customer satisfaction rating of 96.1% and Liquor Store of the Year First Choice Liquor (95.3%). The ‘Best of the Best’ award goes to the company that achieves the highest customer satisfaction of all 37 winners in the Annual Roy Morgan Customer Satisfaction Awards. Volvo returned to the winner’s circle in 2025 after a 12-year absence; it finished ahead of previous winner Lexus and third placed GWM/Haval; Volvo last won the Car Manufacturer of the Year award in 2013.

CORPORATES
ROY MORGAN LIMITED, VOLVO CAR CORPORATION, POLICE HEALTH LIMITED, FIRST CHOICE LIQUOR, LEXUS, GWM, HAVAL

Temu and Shein still the headline disruptors in 2025

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Mar-26

New data from Roy Morgan shows that established mass retailers Bunnings, Kmart and Big W remain dominant and stable in 2025, with modest growth in shopper numbers year-on-year (2% for Bunnings, 3% for Kmart and 1% for Big W). Meanwhile, online marketplaces Temu, Shein and Amazon have registered strong shopper gains; Temu had 5 million Australian shoppers in 2025 (17% growth year-on-year), Shein had 2.9 million Australian shoppers (up 28%) and Amazon gained 500,000 shoppers (up 6%). In contrast, legacy online retailers like eBay and Kogan, as well as major department stores Myer and David Jones, are losing shoppers as they struggle to compete with value-focused retailers and online marketplaces, reflecting shifting consumer preferences toward lower prices and more convenient shopping experiences. Roy Morgan estimates that Amazon, Temu, and Shein collectively generated close to $12 billion in retail sales in 2025, reflecting an increase of over $2 billion compared to 2024.

CORPORATES
ROY MORGAN LIMITED,BUNNINGS GROUP LIMITED,KMART AUSTRALIA LIMITED,BIG W DISCOUNT STORES,TEMU,SHEIN,AMAZON.COM INCORPORATED,EBAY AUSTRALIA AND NEW ZEALAND PTY LTD,KOGAN.COM LIMITED – ASX KGN,MYER HOLDINGS LIMITED – ASX MYR,DAVID JONES LIMITED

In late 2025 over 2.6 million New Zealanders read newspapers and more than 1.6 million read magazines

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Original article by Roy Morgan
Market Research Update – Page: Online : 11-Mar-26

Roy Morgan readership results for the 12 months to December 2025 show that 60.5% of New Zealanders aged 14+ (an estimated 2.66 million people), now read or access newspapers in an average 7-day period via print or online (website or app) platforms. In addition, 38% (an estimated 1.67 million) read magazines, whether in print or online either via the web or an app. The New Zealand Herald was the nation’s most widely read publication in the year to December, with a total cross-platform audience of 1,783,000; this is up 14,000 (+0.8%) on a year ago. Meanwhile, 21 of the 45 magazines measured increased their print readership during the year to December; New Zealand’s most widely read magazine is still the driving magazine AA Directions, which had an average issue readership of 388,000 in the year to December 2025 (over 150,000 ahead of any other magazine). These are the latest findings from the Roy Morgan New Zealand Single Source survey of 6,364 New Zealanders aged 14+ over the 12 months to December 2025.

CORPORATES
ROY MORGAN LIMITED

Bunnings is Australia’s most trusted brand; Telecommunications, led by Optus, is the most distrusted industry

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Original article by Roy Morgan
Market Research Update – Page: Online : 11-Mar-26

Bunnings is the most trusted brand in the 12 months to December 2025, a ninth consecutive quarterly victory for the leading hardware retailer. Discount supermarket Aldi is in second place, and discount department store Kmart is third; the top three places have remained unchanged for an eighth straight quarter. Meanwhile, Woolworths remains Australia’s most distrusted brand, while Optus deteriorated two places to be the second most distrusted brand in the 12 months to December; in fact, Optus was the single most distrusted brand in Australia during the month of December, following its fatal triple-zero outage in September. Roy Morgan’s latest data on trust and distrust reveals a remarkable relationship between highly regulated industries and trust. The financial services sector provides clear evidence that greater regulation and stricter rules have helped shape public perception for the better. On the flipside, sectors like Telecommunications and Supermarkets have relatively low regulation and suffer deep distrust; they currently face severe regulatory headwinds as the public demands better accountability and a fair go.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, ALDI STORES SUPERMARKETS PTY LTD, KMART AUSTRALIA LIMITED, WOOLWORTHS GROUP LIMITED – ASX WOW, SINGTEL OPTUS PTY LTD

1.7 million Young Australians aged 6-13 play Roblox

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Original article by Roy Morgan
Market Research Update – Page: Online : 4-Mar-26

The latest Roy Morgan Young Australian Survey shows that 61% of children aged 6-13 years old (an estimated 1.7 million) play Roblox. Older children are more likely to play Roblox, with the play rate rising with age; 41% of 6-7 year-olds say they play Roblox, climbing to 66% of 8-9 year-olds, 69% of 10-11 year-olds, and 70% of 12-13 year-olds. The most popular genres for Roblox players aged 6-13 are Adventure (43%) played by 737,000 children, ahead of 637,000 playing the Action category (37%), and 541,000 playing the Simulation category (32%). Boys show significantly higher engagement in Fighting, Shooters and Action, while girls demonstrate higher interest in Fashion, Music and Party. This research is part of an ongoing programme of research into Young Australian life experiences, preferences, priorities and opinions. This programme has been operating since the early 2000s, with the latest data collection on Roblox between April and December 2025 with a nationwide sample of 792 Young Australians aged 6-13 who play Roblox.

CORPORATES
ROY MORGAN LIMITED

Magazines matter to a clear majority of Australians: over 14.5 million read magazines in print or online

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Original article by Roy Morgan
Market Research Update – Page: Online : 25-Feb-26

The Roy Morgan Australian Readership report for the 12 months to December 2025 shows that 10.7 million Australians aged 14+ (46.4%) now read print magazines. This market broadens significantly to over 14.5 million Australians aged 14+ (63%) who read magazines in print or online either via the web or an app. Overall, a total of 11 of the top 25 most widely read magazines increased their readership over the last year. Food & Entertainment is again Australia’s best performing magazine category, with a readership of 6,296,000 (well over 2 million ahead of any other category, and reaching 27.2% of the population). Meanwhile, Better Homes and Gardens is still Australia’s most widely read paid magazine, with a print readership of 1,593,000. These are the latest findings from the Roy Morgan Single Source survey of 64,960 Australians aged 14+ in the 12 months to December 2025.

CORPORATES
ROY MORGAN LIMITED